How to sell shared amenities that do not exist yet
In many projects, the shared amenities are what separates two similar apartments. The pool, the gym, the barbecue terrace, the coworking space or the dog park define what living in the building is like. But during pre-sales they do not exist yet, and on the site plan they take up a rectangle with a name on it.
This guide explains how to show them so buyers understand them, value them and get no surprises at handover.
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Why they are hard to sell off-plan
An apartment can be understood with a floor plan and an interior render. An amenity is harder: buyers want to know where it is, how big it is, how many people will use it and what it looks like at the time of day they would use it. A render of the pool at sunset answers only one of those questions.
On top of that, many projects in the same area advertise similar amenities. If every brochure lists a pool, a gym and a party room, the list stops setting anyone apart. What sets a project apart is being able to see what its amenities are really like.
What to show for each amenity
| Amenity | What buyers want to know | How to show it |
|---|---|---|
| Pool | Size, sun, whether it works for kids and adults, view | An eye-level view at different times of day |
| Gym | Equipment, space, ventilation | An interior tour with the equipment that is delivered |
| Terrace or barbecue area | Capacity, view, distance from the apartments | The view from the terrace and from nearby floors |
| Coworking | Desks, connectivity, noise | An interior with real-size desks and furniture |
| Playground and dog park | Safety, distance from the road, shade | An aerial view showing where each area is |
| Entrances and parking | How you arrive, where visitors park | A tour from the vehicle entrance to the elevator |
Four ways to make them real
1. Show them with scale
An empty pool can look any size. With people, furniture and real-size objects, buyers work out without noticing how many people fit. The same goes for the gym and the party room.
2. Connect them to the apartment
Two common questions are how far the pool is and whether noise from the party room reaches the apartment. In a 3D tour, buyers can walk from their unit to each amenity and see what is nearby. That also helps sell the units next to the amenities, which some buyers prefer and others avoid.
3. Show them at different times of day
The terrace gets used at night and the pool at noon. A real-time model can change the time of day and show where the sun hits and where there is shade, which matters a great deal in hot-climate cities. We explain it in the view and the light: how to show them before you build.
4. Show life as well as architecture
A set table in the barbecue area, children in the playground or someone working in the coworking space tell the story of living in the project better than an empty image. The condition is that the atmosphere supports the image without changing what is delivered.
What amenities cost
Every amenity is paid for each month in the maintenance fee: pool upkeep, cleaning, elevator power and security. A buyer who does not factor this in may be surprised by the first bill.
Explaining it during the sale builds trust. An estimate of the fee and an explanation of what it covers help buyers compare projects with complete information, and keep the fee from becoming a source of complaints or cancellations.
What you show must be delivered
Colombia's Consumer Protection Statute, Law 1480 of 2011, states that the objective conditions announced in advertising bind the advertiser. If the render shows a pool with a lap lane and a gym with ten machines, that is what the buyer expects to receive. That is why images should come from the model built with the approved plans, and the equipment should appear on the handover list or be labeled as a reference image.
To set the project apart beyond its amenities, see how to differentiate your real estate project when everyone offers the same thing.
At Inviewd we model the entire project in 3D, with its amenities and surroundings, so buyers can tour it from the sales room or from their phone. See how the virtual sales room works.
Frequently asked questions
Which amenities do buyers value most?
It depends on the project's audience. Families with children tend to look at the playground and the pool; younger buyers at the gym and the coworking space; investors at whatever makes renting easier. Show the ones that match your target buyer in the most detail.
How do you show an amenity that has not been built yet?
With renders and tours made from the approved plans, with people and real-size furniture for scale, and with the option of seeing it at different times of day and from the buyer's apartment.
Do amenities increase the maintenance fee?
Yes. Maintenance, cleaning, power and security for each amenity are paid for through the building's fee. That is why it is worth explaining it to buyers during the sale.
What happens if the delivered amenity differs from the render?
What you advertise binds you: under Colombia's Law 1480 of 2011, the objective conditions announced in advertising commit the advertiser. That is why images should match the approved project.
Sources
Función Pública: Law 1480 of 2011, Consumer Protection Statute (article 29), in Spanish
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